The advertising industry is constantly evolving, and new technologies continue to disrupt the way brands communicate with consumers. As a result, marketers strive to create experiences that connect customers with their brand through personalized messaging. In fact, 70% of marketers who use personalization experience massive ROI.
Summer means sunbathing, barbecuing, swimming, and enjoying time outdoors. But, it also means spending less time at home and more time socializing and traveling. This makes summer the perfect season to advertise your brand.
It is the time of the year when big and small business advertisers spend their budgets on advertising campaigns. This is because they are looking for new ways to get their message across to consumers. As summer approaches, marketers are already gearing up for the upcoming holiday season.
Outdoor events like festivals, concerts, and sporting events happen during the warmer weather. They provide great exposure to your brand and the chance to promote your business and your products’ pricing. Here are some trending advertising strategies during the summer.
1. Leverage FOMO
After the pandemic lockdown, FOMO is back and is a great trend you can leverage to help you market your products and services effectively. People don’t like missing out on what’s cool. As a result, savvy marketers can exploit loss aversion to strengthen their summer marketing campaigns. This strategy aims to make clients feel like they must engage with your brand.
2. Use Personalized Messages
Personalized messages significantly affect your brand. You can personalize emails, content, and product messages. Most consumers hate generic advertising messages and prefer to engage with a company that provides personalized experiences.
To effectively use this trend, pick up your target audience’s data from their purchase history. Consumer behavior and consumer spending will also help you create buyer personas and personal ad campaign messages for consumers. Using personalized messages allows you to recognize and prove that you know your customers.
3. Use Conversational Marketing
The evolution of marketing has given rise to conversational marketing, a digital marketing strategy. In this trend, brands facilitate one-on-one conversations with their customers in real-time across various communication channels. This fosters the connection between them and their brand. For instance, most consumers, especially millennials, expect immediate responses to their queries.
This approach is driven by dialogue and is customer-centric. It is the ideal marketing strategy for enhancing customer experience, growing revenue, and increasing customer engagement. You can use artificial intelligence, like chatbots, email marketing, live chat, and messaging apps.
For this strategy to be effective, you need first to understand the communication channels your customers prefer. So, to use conversational marketing, adopt a system that promotes increased engagement with your brand, resulting in greater brand loyalty. In addition, such a model improves user experience.
4. Try Video Marketing
Humans process visuals faster than text. Therefore, it’s a powerful and effective audience engagement tool. Digital marketing allows you to use digital signage to display videos about your products or services. However, with digital signage, positioning is key. So, ensure that you place your screens on the locations with maximum foot traffic to increase visibility and brand awareness.
You can also post videos on your social media profiles or e-commerce platform. The more creative your video content is, the more consumers are likely to share it on platforms like TikTok. Some millennials feel videos make them more confident while making online purchase decisions. Also, video marketing allows you to give a teaser of how a certain product works or how to use it. You can also use influencers to tell more about your services and products.
According to the Renderforest Survey, 78% of marketers using videos got more traffic to their websites. So, it is advisable to use video marketing to attract new customers, increase conversion rates, and retain them effectively.
Also, videos allow your brand to stay visible for longer on your social feeds and those of your consumers. It is also ideal for anyone who wants to stand out from the crowd and showcase a personable audience engagement.
5. Use Purpose-Driven Marketing
Purpose-driven marketing is a great marketing strategy that allows marketers to reach out to consumers with their brand messages. Savvy consumers now want to understand what your brand stands for and how they are making the world a better place.
So, this strategy requires the company to connect with consumers through activities they advocate for or believe in, like a common cause or purpose. Such causes are racial issues, environmental issues, gender equality, etc. With these noble causes, there is a high probability that consumers will support that brand since they feel it is positively impacting the world.
There You Go
As marketing trends for the summer change, marketers need to remain savvy to adapt their marketing campaigns to the new trends. This way, their brand remains visible and relevant. In addition, marketers want to ensure their ads reach the right audience at the right time. This means that they should target specific audiences instead of broad demographics.
They should also leverage social media marketing through Instagram, Linkedin, and Facebook. Also, ensure to use SEO to optimize your ad copy for the search engines, voice search, and rank on the first google searches page. Finally, choose the marketing channels available on mobile devices for digital advertising.